Little Blue Book rebrands, expands

A year after purchasing WebMD's The Little Blue Book, a referral directory for docs, mdHub changed its name to HCPlexus, and expanded its offerings to include, among other things, an iPad leasing program.

Physicians and other HCPs can now access The Little Blue Book (and its related products) without advertising, via paid subscription, or for free, with drug ads. According to David Shrier, HCPlexus's CEO, “a lot of physicians prefer to get ad-supported [content]. Our content philosophy is about choice.”

Shrier could not disclose download metrics for the mobile version but said he is “extremely gratified.”

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